Ginsana - DDB Portugal
Ever been so tired in a meeting that even picking up your pen seems like the most insurmountable task? If a double espresso is out of reach, Ginsana, an energising supplement offering a natural boost, can come to your aid. In three print ads we see everyday tasks proving too much for exhausted individuals trying to keep up the normal pace of their lives. In "pen", the biro is the length of a javelin, while in "dog" man's best friend assumes mammoth proportions. In "condom" the fiddly foil packaging around a giant prophylactic is getting the better of our hero, while his partner looks like she could do with a sleep rather than anything more energetic.
Agency: DDB, Lisbon
Art directors: Duarte Pinheiro de Melo, Daniel Meneses
Writers: Alexandra Duarte, Tomas Mayer
Photographer: Joao Palmeiro ('condom', 'pen') Image One ('dog')
United Airlines - Fallon US
This animated campaign is a real departure for an airline. Rather than focus on smiling stewardesses, shots of the aircraft or no-frills value for money, these two 60-second spots tell heart-warming tales. One follows a character preparing for a job interview. He dithers over his choice of tie for so long that he ends up wearing odd shoes. His doleful expression after the interview makes the viewer think that all is lost ... until he learns he's got the job. In "lightbulb" an idea gathers momentum and becomes real. The voiceover of both ads is the same: "Where you go in life is up to you. There's only one airline that takes you there. United. It's time to fly."
Client: United Airlines
Agency: Fallon, Minneapolis
Art director: Bob Barrie
Writer: Stuart D'Rozario
Directors: Wendy Tilby & Amanda Forbis
Animation production company: Acme Filmworks, California
McDonald's - Leo Burnett Singapore
Singaporeans are obsessed with owning luxury cars and these McDonald's ads play on that obsession. There are four 15-second TV spots, all of which start out like a car ad. The camera pans over the bodywork of an expensive car and the voiceover says: "For just $1.80 you can have this European, sporty, hi-tech ... car sticker." The camera then focuses on a smiley face sticker in one of the back windows. An inner-tube cap is also available for $1.80. Alternatively, you can spend your $1.80 on some Hotcakes or a Big Mac at McDonald's.
Agency: Leo Burnett, Singapore
Art director: Alfred Wee
Writer: Karl Dunn
Director: Melvin Mak
Production company: Rushes Networks, Singapore
Mini - Crispin Porter & Bogusky US.
"Small is beautiful" is the message of these print ads which run as half- page spreads. They show the evolution of the Mini compared with technological gadgets. Unlike cars, most technologies have reduced in size over the years. So in one ad, mobile phones gradually get smaller. In a second, a camera, complete with old-fashioned flash-bulb, morphs into a modern digital device. Not many print ads opt for the half-page DPS option, so these are worth noting for their creative use of magazine space.
Agency: Crispin Porter & Bogusky, Miami
Art director: Tiffany Kosel
Writer: Scott Linnen
Photographer: Sebastian Gray